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Disingenuous green advertising is a worldwide phenomenon, he noted.
To Mr. Tuerff, the basics of good green advertising are showing authenticity, having a source for your claims so they can be verified and getting a third party to back up your claims.
Speaking this month at the GoGreen conference in Phoenix, Mr. Tuerff, the co-founder of the marketing agency EnviroMedia, casts himself as an ethical guardian at the gates of green advertising.
"Eco-labeling is a critical step in the regulation of the private sector, and third party labels are generally more trustworthy than the industry's self-certified labels," says Xinghua Li, a professor of media studies at Babson College, who researches green advertising.
Simultaneously, the oil companies launched environmentally "green" advertising and public relations campaigns to highlight their efforts to clean up the devastated land in the delta region (Amnesty International, "Shell").
A 2011 report, The Drivers of Greenwashing, authored by UCLA Professor Magali Delmas and Burbano, states that green advertising has increased roughly tenfold in the last 20 years and has almost tripled since 2006.
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Several of them wore large green banners advertising beer, tied around their necks like superhero capes.
At the end of April, the only sign on the town green was advertising a book sale.
MS. KROBOT wore a white tank top with a pink-and-green logo advertising her business.
The next day, the owners ordered a case of DeKuyper Sour Apple Pucker, a 30-proof bright green liqueur advertised on the label as "sweet and sour schnapps".
Ms. Taieb, 64, who began working for Ms. Cohen as a model in the fashion shows she used to hold at Tavern on the Green to advertise her inventory, was wearing a precisely tailored olive-green silk mandarin jacket and kohl around her eyes.
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